Whenever you're working on your marketing materials there is a basic rule that gets violated all the time. I admit it happens to me as well. You should always present the benefits of your product or service FIRST and support those benefits with the product's features. You might be thinking "well what's the big deal"? Benefits ARE THE REASON someone buys your product or, in the case your product is free (i.e. website, etc.), they will spend time.
Often people are so wrapped up in the details of their products and services that the features become top of mind to everyone. You have to be very customer-centric and say but why is someone buying or using what I have to offer? Is it because its the color green (feature) or is it because you can do your cleaning in half the time (saves time)? Obviously because it saves time.
Those benefits need to drive your image selection, headlines and copy. Support the benefits with the features. "Acme clean wipes let you clean your counters in half the time with its advanced non-toxic and non-abrasive cleaning formula infused right into the wipes". This is a very simple example of leading with a benefit and supporting with features. If you look through magazines mark up the ads by circling copy, images, titles and bullet lists of features with "benefit" and "feature". After a dozen ads it will start to become subconscious to you. It will go a long way in orienting your brain to think this way.
Action to Take
- Get out a notebook and write two column headers, benefits and features.
- List all the benefits and all the features for your product.
- Draw arrows from your features to your matching benefits. It's okay if several features match up multiple benefits.
- Underneath it all write down your main marketing concepts (I usually title this Primary Focus). This can be things like healthy lifestyle, save time, etc. and write out a few phrase samples to keep it all straight (i.e. saves time with easy clean up and disposal).
- Double check all your marketing materials against your benefits - features list.